Our website uses cookies to improve your user experience. If you continue browsing, we assume that you consent to our use of cookies. More information can be found in our Cookies Policy and Privacy
Policy.

Tesco CMO on how the brand is ‘rebuilding from the inside out’ as it debuts first TV ads from BBH

Tesco has refreshed its iconic ‘Every Little Helps’ slogan for the first two TV ads from its partnership with BBH, with CMO Michelle McEttrick insisting that the supermarket brand has achieved a “clearer point of view” from the comedic new creative.

The first two adverts – which were filmed in a Tesco store in Newmarket – feature actress Ruth Jones of Gavin and Stacey fame alongside comedy actor Ben Miller.

Along with their teenage son, the fictional family playfully exchange banter with Tesco till workers as the recently launched Brand Guarantee scheme and Tesco’s commitment to open a new checkout if more than person is queuing ahead of a customer are both promoted.

Speaking to Marketing Week, McEttrick said the characters will “remain for the long-term” in an above the line narrative that will focus on how the supermarket giant is continuously improving the in-store experience.

“The aim is to rebuild the brand from the inside out,” said McEttrick. “When I started at Tesco I looked at ‘Every Little Helps’ and thought to myself ‘most marketers would kill for an asset like this!’

“It is synonymous with Tesco but we want to refresh its meaning as it perhaps lost its way a little. Every Little Helps must be represented to consumers as ‘Tesco is on my side’ and ‘Tesco can make me smile’.”

Not over focusing on price

As the big four supermarkets aim to win back customers lost to the fast-growing discounters Aldi and Lidl, price has become a key battleground. Tesco boss Dave Lewis, for example, has lowered the prices of 1,000 items since taking the top job in September 2014.

McEttrick, however, admits that Tesco has been guilty of too much price-orientated marketing and a lack of differentiation.

Tesco is aiming to make ‘Every Little Helps’ more associated with comedy in the two new TV ads

She explained: “We don’t want to add to the noise anymore. We have lots of opportunities to communicate price and promotions within our own in-store channels. So why should we spend money in media to do the exact same thing?

“When we talk to people in the media environment we need to tell them things that they don’t already know. If we’re on the TV it has to be to emphasise the things that make the Tesco brand unique.”

Having more fun through advertising

“All the measures we have for customer satisfaction are improving, all the measures on quality and price are improving. That tends to level up to improvement in trust,” Lewis told Marketing Week earlier this month. “Our in-store experience is improving and when that happens above the line can then add an awful lot to our brand. We are very committed to above the line but only when we have something meaningful to say.”

McEttrick agrees with the stance of her boss. She points at the decision to screen the two new ads – which will debut this Sunday evening (18 October) – to colleagues across the country before the public as proof of the improvements in staff relations.

When it comes to marketing, Tesco is also looking to take itself less seriously, according to McEttrick.

She concluded: “This TV campaign is not supposed to be a generic celebrity endorsement, it is meant to be classic British comedy. The characters represent the classic British shopper and their challenges, and how Tesco is helping them through great service. We don’t want to take ourselves as seriously as we perhaps did in the past.”

Recommended

As Tesco becomes the first UK supermarket to offer an immediate price match at the tills, Marketing Week caught up with chief customer officer Robin Terrell to find out the rationale behind the scheme and how the former ecommerce man is finding the move into marketing.

Tesco’s new CMO Michelle McEttrick says one of her key insights to marketing is “You can’t advertise your way out of problems you’ve behaved your way into” and that the supermarket giant is adopting a back to basics approach to rebuild its brand.

Featured Recruiters

Latest from Marketing Week

Filmed at the first meeting of the School of Marketing’s Founding 50 last month, five young ambassadors discuss their plans to take the message nationwide and what they have learnt from their personal journeys about finding a career which fits their skills.

Marriott has spent more than two years on the launch of its new loyalty programme Marriott Bonvoy as it looks to align the more than 30 brands in its offering and get people considering one of its hotels more often.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Already a member?

Sign in

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Type anything and hit “enter”

Sign in

Not registered yet?

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.